The transformation of the Champions League not only changed the sporting format of Europe’s leading club competition. It also opened the door to a new commercial era that is taking UEFA to unprecedented revenue levels. Thanks to the work of UC3, the joint venture formed by UEFA, Relevent and the clubs through EFC, the business linked to continental competitions is close to surpassing 1 billion euros in the next commercial cycle.

Behind this growth is a combination of factors: new global sponsors, more profitable renewals with historic brands and increased interest from companies willing to pay record amounts to be associated with the Champions League. Competition between companies from sectors such as beer, technology, finance and sportswear is increasing the value of contracts and consolidating the competition as one of the most attractive assets in global sport.

New sponsors and more valuable contracts

One of the biggest changes for the 2027-2033 cycle will be the arrival of new global partners to replace historic brands. The most notable case is AB InBev, which will take the place of Heineken as the competition’s beer partner after agreeing to a deal worth close to 230 million euros per season. Also noteworthy is the exclusive negotiation between Nike and UC3 to replace Adidas as the supplier of match balls and technical apparel for UEFA competitions.

The joint venture formed by UEFA, Relevent and EFC succeeded in raising the valuation of global contracts to a minimum of 120 million euros annually. However, the new agreements show that some companies are willing to go far beyond that figure to secure a presence in the Champions League. In addition, UC3 is working to add two more global partners, one in the financial sector and another in the technology sector, with the aim of further increasing the commercial value of the tournaments.

More money for big clubs and a widening gap

UEFA’s economic growth also has a direct impact on clubs. With the new Champions League format and increased television revenues, several institutions are already receiving more than 100 million euros annually in distributions. In the 2024-2025 season, clubs such as Barcelona and Real Madrid surpassed that figure, while Paris Saint-Germain reached a historic record of 144.4 million euros after winning the tournament.

However, this model is also creating concern among mid-sized clubs and leagues with less commercial weight. The recently created UEC questions the current distribution system and proposes increasing the money allocated to First and Second Division clubs from 308 million to 2 billion euros. The organization is also seeking to eliminate the so-called value pillar, a criterion that distributes 35% of the prize money based on each club’s sporting history and the audiovisual value of its national market. Such a change would mainly affect the most powerful teams from Europe’s Big Five leagues and would open a new debate about competitive balance in continental football.